This year, a 30-second spot during the Super Bowl cost advertisers $5.6
million.
Most opt for this length, but a few will go longer-form and run ads up to 60
seconds long; so, for the purposes of this article, we’re rounding up to $6
million. While seven figures may be just a line item on a brand
budget,
it is a literally life-changing amount for individuals, communities and NGOs.
This year, as we prepare for a Super Bowl unlike any other, we asked: What if
that money was used for good?
This question is particularly weighty given that some ads will focus on the
impacts of COVID-19. A
few will seek to inspire and uplift; others will highlight the investments the
brand has made in response to the pandemic. While the former route feels icky
(nice sentiment, but what did you do to help?) and the latter is good (yet
self-serving)
storytelling, we believe the most authentic approach is to not advertise at
all.
Some brands, including Super Bowl ad legend
Budweiser
and iconic US brand Coca-Cola, have made this choice. They’re not missing
out on the buzz, either — Bud and Coke’s forthcoming absence has garnered media
coverage; and the brands still created ads to run online (and likely on-air in
the weeks post-game).
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Budweiser won’t just be sitting on the sidelines for the first time in 37 years.
The brand is donating to a vaccine-awareness ad
campaign
run by the Ad Council (It’s worth noting that parent company AB InBev is
still running Super Bowl ads for its other brands). Coca-Cola’s absence is less
about doing good, and more about cost-cutting. Brand reps say they’re investing
“in the right resources during these unprecedented
times.”
And fellow beverage giant
PepsiCo, which has a
‘performance with purpose’ ethos, cut its primetime ad — in order to focus on
its sponsorship of the halftime
show.
Altogether, this year’s ad buy has generated an estimated $400 million for
networks.
Imagine if the brands contributing to that total had put their $6 million
toward …
Addressing social issues
Supporting employees & communities
-
Companies could increase their employee gift-matching to nonprofits.
Microsoft alone could fund an additional 400 employees with its
$15,000 annual gift match.
-
Companies could help deliver hundreds of millions of vaccine doses.
-
Small businesses could get back on their feet through grants and
low-interest loans, reigniting local economies and getting more people back
to work.
-
Restaurant industry employees could support themselves and their families
while continuing to face extended unemployment.
Catalyzing innovation
Social entrepreneurs or companies could:
-
Create an app and distribution system to help combat food
waste
and provide meals to millions of people across the country.
-
Develop a social robot to help children cope with autism, similar to My
Special Aflac Duck.
-
Create a digital platform to inspire civic engagement among all stakeholder
groups — across a spectrum including voting, employment, volunteering and
donating, activism and more.
These are just a few ways that $6 million could be used for good. Every
nonprofit, foundation or authentically purpose-driven
company
could find worthy ways to invest that amount of money. So, while this year we’re
still asking “what if,” we hope that next year we’ll see more impact and less
ads — or at least, ads about impact and investments
made.
Ultimately, we understand that broadcasters/networks, the
NFL
and brands need to generate a profit — but no actor is immune in this dynamic.
All have a responsibility to balance purpose and profits, and we believe they’re
not doing enough (the rising cost of a Super Bowl ad has far outstripped
inflation,
indicating that even a mere balancing of economics could funnel more money
toward good causes).
Viewers, you’re not immune either: With the time we spend watching the Super
Bowl, we
could find a new nonprofit to support; share
important policies or petitions; raise awareness for
issues relevant to our communities; help a
neighbor; virtually
volunteer;
and so much more.
Can you imagine the potential impact of 100 million people spending even one
hour for good? We can. And we hope this dream becomes a reality.
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CEO
Carol is internationally recognized for her work in Purpose and CSR. Carol Cone ON PURPOSE is the return to her entrepreneurial roots and life’s passion: to educate, inspire and accelerate purpose programs and impacts for organizations, nonprofits and individuals around the globe.
Kristin Kenney, Senior Associate at Carol Cone ON PURPOSE, has spent her career
helping dozens of private and public sector companies bring their social impact
to life. She firmly believes that business can and should profit with purpose.
Published Feb 5, 2021 1pm EST / 10am PST / 6pm GMT / 7pm CET